Attracting visitors to stay longer and to visit outside the main summer season are key to Shrewsbury’s success as a visitor destination, according to the draft Visitor Economy Strategy which has been produced this week.
Three key objectives have been recommended in the new strategy which aims to "increase the prosperity of the Borough through the development of a strong and sustainable visitor economy". These are:-
- To improve and enhance the visitor experience.
- To increase spending by visitors through targeted promotions via the Tourist Information Centre, and
- To develop Shrewsbury as a regional cultural centre.
The target of the strategy is to see a 25% increase in visitors (mainly off-peak) and a 40% increase in spending over the next five years.
The first objective requires that the environment and facilities of the town are ‘excellent’ so that all developments should enhance the appearance of the town. Improved facilities for coaches to pick up and drop off in the town and better toilets are also recommended. Some specific developments should be encouraged such as a 4 or 5 star hotel with conference and leisure facilities, and the development of the uses of the River to include river taxis, boat hire and boat tours with commentaries. ‘Making more of Shrewsbury’ is another key element, which would involve making the town’s fascinating history more accessible to visitors through explanatory signs and audio-guides. The development of Shrewsbury Museum into the historical ‘hub’ of Shropshire is also recommended.
Promotions would include two and three day ‘itineraries’ that would bring together day time shopping and sight-seeing with Shrewsbury’s rich programme of music, arts and evening entertainment. Websites that can be instantly updated and email promotions will be an effective means of reaching potential visitors.
"Shrewsbury is often perceived as somewhere to just visit for a few hours" said Carmel Dennis, from TEAM Tourism, the destination consultancy which has developed the strategy. "We are recommending that providing visitors with more to do and linking the various elements together through promotions will increase both the time and money that visitors spend in the town".
Research amongst visitors and potential visitors has identified that arts, culture, shopping, churches and historic signs are the key elements that appeal to the target markets. Promotions would target the over 40’s, ‘empty nesters’, who value intellectual challenge, discovery, gardens and peace and relaxation.
Councillor David Roberts, Portfolio Holder for Tourism for the Borough Council said:
"The Visitor Economy of the Borough is worth about £115 million and some 2,500 people are employed in the industry. The consultants have confirmed what we already suspected, that is, that Shrewsbury has the potential to gain even greater benefits from visitor spending if we have the right policies and approach. We hope that this strategy will be the means of getting all the organisations involved in tourism working together to achieve the best outcome for the Borough".
Implementing the Strategy will not come cheap, however. An increased spend of £130,000 per annum over the next three years is recommended, together with £60,000 one-off development costs. This would include the appointment of a ‘Visitor Economy Champion’ to make it all happen.
"Even with that level of funding, Shrewsbury would still be spending less than most of its competitor destinations," argues Carmel Dennis, "Current spending is less than 20% of the budget of several heritage towns, and its marketing spend has fallen by 53% in real terms since 1988".
Fay Easton, Town Centre Manager, welcomed this report and said:
"Shrewsbury has yet to reach its real potential in terms of attracting greater numbers of visitors into town and extend their ‘staying’ times. Our organisation is keen to work with other agencies to deliver some of the key recommendations contained within the new strategy to take Shrewsbury forward as a visitor destination and develop the local economy."
The draft of a new Visitor Economy Strategy for Shrewsbury has been produced this week and will be circulated for feedback from the local industry during December and January.
The strategy is available on the Borough Council’s website :
It is also available for inspection at the Tourist Information Centre and Council offices, with comments invited back by 2nd February, 2004.
A to Z
